Post Office
Protecting cash access by showcasing its essential role in daily life.
Background
In the UK, 8 million people rely on cash for their everyday lives. But the continual closing of banks on high streets meant all these people were set to be impacted.
We needed to find a way that showcased the need for banks to provide access to cash withdrawals, free at the point of service through Post Office branches.
How we got there
Post Office came to us with a public affairs brief to ensure the protection of the Banking Framework – a structure that ensures banks subscribe to providing free access to cash at post offices nationwide. However, we saw a far greater opportunity to show how important cash withdrawals were for millions of Brits. We pitched for an integrated campaign across owned, paid and earned that would strike a chord with the nation, with voters, with Parliament, and eventually, the banks.
Defining our positioning
Our bold space highlighted that it wasn’t just the lowest earners or most vulnerable who needed cash, but also those we all need most in society – everyday carers, the local coffee shop, the hairdressers, babysitters, our grandparents and beyond.
The six Ss
We highlighted Safety, Sustainability, Service, Self, Saving and Survival as the imperative reasons we must save the access to cash. Paid media, supported by information hubs, brought to life these six crucial benefits. Life buoy installations around cities highlighted the challenges and made the plight visible in high footfall areas.
A campaign centrepiece
We built a microsite which all media was directed towards, complete with a bitesize quiz helping people understand the exact issues that would affect them personally. Off the back of the quiz, we created the instant automation of a personalised letter from the individual to their local MP to raise the issue. All they had to do was hit send.
Illustrations
As a way of showing how cash truly represents a lifeline for people, we illustrated cash as the solution for a variety of scenarios. This was used across social and in-store at post offices around the country as a way of speaking to people and rally support.
Print assets
We created custom illustrations that candidly illustrated the impact cash has, as well as created infographics and article-style content that provided information in an easy-to-digest and actionable way.
KPI tracking in BoldLens
Our fully integrated campaign, which saw 9k letters automated and sent to MPs, actually changed the legislation and enshrined the Banking Framework in law, protecting the access to cash for millions. Moreover, we tracked several custom KPIs in BoldLensTM to help understand the value of mixed media across a range of metrics.
‘This has been the most truly integrated, data-led and impactful campaign we have ever delivered. With everything tracked in such an accessible and insightful way, across all channels we were using, we had ongoing access to data and live reporting in a way we had not experienced previously, telling us things we would never have known and enabling us to demonstrate campaign effectiveness like never before. This campaign has set the benchmark for our campaigning going forward.’
Kenneth Pritchard
Head of Parliamentary Affairs